Interview questions Sub-questions
1. What do you think of marketing automation?
- What are some parts of the communication you would like to be automated?
- What information should we collect, what information do you think would be useful?
- What should the customers see of Vaisala in their first contacts?
- In what ways could we regain customers/leads?
2. What do you think of the current method of gathering customers and lead handling?
- What do you consider a Lead?
- What do you like of the current situation?
- What would you change?
- What could be improved?
- What should be done to customers after the lead/opportunity is closed?
- What closed reasons would you add?
- How should we handle customers that have bought from us already?
3. What would you want from sales? - What do you think should be done before the lead transfer from marketing to sales?
- What information would you want from sales on bulk opportunities / leads?
- Where is the communication lacking between the departments?
4. What do you think are the most important parts of communicating with customers?
BIBLIOGRAPHY
"Technology for marketing: new solutions that deliver top and bottom line benefits", 2004, Handbook of Business Strategy, vol. 5, no. 1.
Araujo, L. 2007, "Markets, market-making and marketing", Marketing Theory, vol. 7, no. 3, pp. 211.
Avlonitis, G.J. 2000, "The impact of internet use on business-to-business marketing: Examples from American and European companies", Industrial Marketing Management, vol. 29, no. 5, pp. 441.
Brady, M. 2008, "Researching the role of information and communications technology (ICT) in contemporary marketing practices", Journal of Business & Industrial Marketing, vol. 23, no.
2, pp. 108.
Buttle, F. 2006, "Sales force automation: review, critique, research agenda", International Journal of Management Reviews, vol. 8, no. 4, pp. 213.
Chlebisova, E. 2011, "NEW APPROACHES TO THE BUSINESS-TO-BUSINESS MARKETING COMMUNICATION", Economics & Management, , pp. 1231-1237.
Cooper, M.J. 2007, "Tying the pieces together: A normative framework for integrating sales and project operations*", Industrial Marketing Management, vol. 36, no. 2, pp. 173.
D'Haen, J. 2013, "Model-supported business-to-business prospect prediction based on an iterative customer acquisition framework", Industrial Marketing Management, vol. 42, no. 4, pp. 544.
Ekman, P. 2015, "Information technology utilization for industrial marketing activities: the IT-marketing gap", The Journal of Business & Industrial Marketing, vol. 30, no. 8, pp. 926.
Glaser, Barney G. and Strauss, Anselm L. ,1967, “The discovery of grounded theory: strategies for qualitative research.” Chicago.: Aldine.
Greenberg, P. 2010, "The impact of CRM 2.0 on customer insight", The Journal of Business &
Industrial Marketing, vol. 25, no. 6, pp. 410.
Gronroos, C. 2004, "The relationship marketing process: communication, interaction, dialogue, value", The Journal of Business & Industrial Marketing, vol. 19, no. 2, pp. 99.
Gummesson, E. 2004, "Return on relationships (ROR): the value of relationship marketing and CRM in business-to-business contexts", The Journal of Business & Industrial Marketing, vol.
19, no. 2, pp. 136.
Gustafsson, A. 2005, "The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention", Journal of Marketing, vol. 69, no. 4, pp.
210-218.
Heimbach, I., Dipl-Kffr 2015, "Marketing Automation", Business & Information Systems Engineering, vol. 57, no. 2, pp. 129.
Hirsjärvi, Sirkka; Remes, Pirkko & Sajavaara, Paula: Tutki ja kirjoita. 13. edition, Tammi 2007 Holstein, J.A. & Gubrium J.F. 1995. The active interview. California : Sage publications Homburg, C. 2007, "The thought worlds of marketing and sales: Which differences make a difference?", Journal of Marketing, vol. 71, no. 3, pp. 124.
Homburg, C. 2008, "Configurations of marketing and sales: A taxonomy", Journal of Marketing, vol. 72, no. 2, pp. 133.
Hubspot (2015). What is marketing automation? Available at:
http://www.hubspot.com/marketing-automation-information (Accessed 6.11.2015)
Hunter, G.K. 2007, "Making Sales Technology Effective", Journal of Marketing, vol. 71, no.
1, pp. 16.
Hutt, R.W. 2015, "Middle market companies: reaching stakeholders through strategic communication", The Journal of business strategy, vol. 36, no. 5, pp. 25.
Joel, J. 2015, "Harnessing marketing automation for B2B content marketing", Industrial Marketing Management, .
Karjaluoto, H. 2015, "The role of digital channels in industrial marketing communications", The Journal of Business & Industrial Marketing, vol. 30, no. 6, pp. 703.
Kitchen, P.J. 2015, "Marketing communications in a post-modern world", The Journal of business strategy, vol. 36, no. 5, pp. 34.
Kotler, P. 1972, "A Generic Concept of Marketing", Journal of Marketing (pre-1986), vol. 36, no. 000002, pp. 46.
Kumar, V. 2010, "Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value", Journal of Service Research, vol. 13, no. 3, pp. 297.
Lee, H. 2015, "Marketing or sales: the executive decision", The Journal of business strategy, vol. 36, no. 5, pp. 43.
Lipiäinen, H.,Sisko Maarit 2015, "Industrial branding in the digital age", The Journal of Business & Industrial Marketing, vol. 30, no. 6, pp. 733.
Liu, A. 2015, "A sales process framework to regain B2B customers", The Journal of Business
& Industrial Marketing, vol. 30, no. 8, pp. 906.
Monat, J.P. 2011, "Industrial sales lead conversion modeling", Marketing Intelligence &
Planning, vol. 29, no. 2, pp. 178.
Moncrief, W.C. 2005, "The evolution of the seven steps of selling", Industrial Marketing Management, vol. 34, no. 1, pp. 13.
Nath, P. 2010, "The impact of marketing capability, operations capability and diversification strategy on performance: A resource-based view", Industrial Marketing Management, vol. 39, no. 2, pp. 317.
Oldroyd, J.B., McElheran, K., & Elkington, D. (2011). The short life of online sales leads.
Harvard Business Review, 89(3), 28.
Oracle (2015). ”Marketing Automation” Available at:
https://www.oracle.com/marketingcloud/resources/marketing-automation.html (Accessed 6.11.2015)
Patterson, L. 2007, "Marketing and sales alignment for improved effectiveness", Journal of Digital Asset Management, vol. 3, no. 4, pp. 185.
Peter R.J. Trim 2008, "A strategic marketing intelligence and multi-organisational resilience framework", European Journal of Marketing, vol. 42, no. 7, pp. 731.
Ravald, A. 1996, "The value concept and relationship marketing", European Journal of Marketing, vol. 30, no. 2, pp. 19.
Román, S. 2015, "The influence of sales force technology use on outcome performance", The Journal of Business & Industrial Marketing, vol. 30, no. 6, pp. 771.
Rouzies, D. 2005, "SALES AND MARKETING INTEGRATION: A PROPOSED FRAMEWORK", The Journal of Personal Selling & Sales Management, vol. 25, no. 2, pp.
113.
Sharma, A. 2010, "Sustainability and business-to-business marketing: A framework and implications", Industrial Marketing Management, vol. 39, no. 2, pp. 330.
Sitecore (2015). “Four Reasons to Use Automation to Drive Deeper Customer Engagement
“Available at: http://www.sitecore.net/learn/resources-library/white-papers/4-reasons-to-use-
automation-to-drive-deeper-customer-engagement.aspx?sc_trk=SIOP%20XC%20EN%20AEBO%20ICTA%204_Reasons_to_Use_
Automation_to_Drive_Deeper_Customer_Engagement (Accessed 6.11.2015)
Speier, C. 2002, "The hidden minefields in the adoption of sales force automation technologies", Journal of Marketing, vol. 66, no. 3, pp. 98.
Stewart, D.W. 2009, "Marketing accountability: Linking marketing actions to financial results", Journal of Business Research, vol. 62, no. 6, pp. 636.
Valos, M.J. 2006, "An integrative marketing channel performance measurement framework", Journal of Database Marketing & Customer Strategy Management, vol. 14, no. 1, pp. 17.
Valos, M.J. 2010, "Practitioner prognostications on the future of online marketing", Journal of Marketing Management, vol. 26, no. 3, pp. 361.
Vargo, S.L. 2011, "It's all B2B...and beyond: Toward a systems perspective of the market", Industrial Marketing Management, vol. 40, no. 2, pp. 181.
Venkatesan, R. 2004, "A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy", Journal of Marketing, vol. 68, no. 4, pp. 106-125.
Yin, R. K. 2003. “Case study research: Design and methods” X(3rd ed.). Thousand Oaks, CA:
Sage.